you won’t win a negotiation with rational arguments. you will only get your way if you apply the right psychological insights. in this book, you’ll learn which strategies work best. during a negotiation, your people skills will be put to the test. how well are you able to evaluate what your counterparties think and do? are they interested in your proposal? how much are they willing to offer? are they serious or are they playing a game? like no other, negotiation expert george van houtem understands how people ‘tick’ during negotiations. in this book, he unravels the important psychological mechanisms that will consciously – and unconsciously – sway you and your negotiation partners. discover and learn how you can influence other people with framing, the anchor effect, and dozens of other proven tricks and strategies. george van houtem is a partner at the european institute for negotiation. he facilitates negotiations and provides training and coaching on negotiation skills and techniques. george is the author of the bestsellers the dirty tricks of negotiating and the psychology of negotiating.